Apple TV+ remains a threat, data shows

Apple’s excellent show, ‘Defending Jacob’

Apple TV+ is off to a strong start, reading between the lines of a report into customer satisfaction with video streaming services.

Apple below average, but only just

Apple’s TV+ service is a few months old and deals exclusively in original material (at least at present).

While Apple has worked hard to make sure the service is widely available, the truth is that at present most of its millions of subscribers are probably trying it for free with the purchase of a new device.

No one could argue that it’s quite arrived yet, but great shows like Defending Jacob and Mythic Quest mean it is quietly building a good reputation for the original content it does offer.

Which is why the report from the American Consumer Satisfaction Index is so interesting, as the data shows the service has a 74/100 satisfaction rating – the average rating across all streaming services is 76. Disney+  holds 80/100; Netflix 78/100 and Prime 76/100.

Interestingly, Apple’s TV app scores 77/100 on its own account.

Why is this positive?

That’s what makes this report so positive for the company.

The relatively strong score of the TV app reflects the quality of the user interface design for that system. The fact competitors are merely a few points ahead strongly hints that as Apple continues to drive home its user interface advantages and builds its catalog of content it will deliver better satisfaction levels.

We know the company is investing in more and more of its own content, and that it is reportedly attempting to purchase streaming rights for some catalog content.

We also believe the company has designs on sports coverage.

Finally, we can be fairly convinced that Apple has a multi-year strategic plan for what it hopes to accomplish, likely including technology innovation with which to supplement its attempts.

But the bottom line is that while content may be Apple’s current weakness, it’s still in the frame and shouldn’t be underestimated.

That’s why JP Morgan analyst Samik Chatterjee recently predicted the company will massively increase its budget for the service, and will achieve 100 million paying customers within five years.

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